A restaurant in Seobuk-gu, Cheonan, Chungcheongnam-do, has introduced an “unlimited soju” option, adding to its all-you-can-eat meat offerings. Customers can enjoy unlimited soju for two hours by paying an additional 5,000 won per person, on top of the restaurant’s existing pricing—17,900 won for pork and 29,900 won for beef. The highest recorded consumption so far was a table of four finishing 15 bottles.
“Many of our customers are students or office workers on tight budgets, and we felt the impact of the economic downturn, so we launched the unlimited soju option a year ago,” said owner Hyun Won-young. “Even if alcohol sales don’t generate direct profits, keeping customers coming in is a success.”
A similar trend is emerging across South Korea. A samgyeopsal restaurant in Gwangmyeong, Gyeonggi-do, offers unlimited free soju and soft drinks, while beer is priced at just 1,000 won per glass. Meanwhile, a kalguksu restaurant near Gangnam Station in Seoul provides unlimited soju and beer for groups of four or more, aiming to attract dinner gatherings and social outings.
This approach mirrors Japan’s “nomihodai” system, where customers pay a fixed price for unlimited drinks within a set timeframe. More restaurants are now introducing similar promotions for highballs, cocktails, and sake, with prices ranging from 9,900 won to 29,900 won for 60 to 90 minutes of unlimited drinks.
Traditionally, alcohol sales have been one of the most profitable revenue streams for restaurants. Even with distributors applying a 30–45% markup for logistics fees, the wholesale price of soju and beer remains around 2,000 won per bottle, while menu prices typically range from 5,000 to 7,000 won, yielding profit margins exceeding 60%. Many restaurants rely on alcohol sales to offset lower margins on food. However, with consumers cutting back on alcohol spending due to economic pressures, this model has been disrupted. According to Korea Credit Data, bar sales declined 1.7 percentage points in the fourth quarter of last year compared to the previous quarter. Unlike other dining categories—including Western, Asian, Japanese, and Chinese cuisines—that saw spending increase during the holiday season, bars failed to benefit from year-end gatherings.
Despite the reduced profitability of alcohol, unlimited drink promotions are proving to be an effective marketing tool. While heavy drinking is generally defined as consuming two to three bottles of soju per person, industry experts note that for restaurants offering unlimited alcohol, the actual loss per customer drinking three bottles is only around 6,000 won. However, customers perceive this as a savings of at least 15,000 won, making the promotion an attractive draw.
The rise of all-you-can-eat and buffet-style restaurants further reflects economic challenges. Ashley, a buffet chain operated by Elandeats, saw a 42% increase in visitors this year as of Feb. 23 compared to the same period last year. The number of Ashley locations, which had dropped to 50 during the COVID-19 pandemic, has since rebounded to 112 following new openings in Sinpung and Suwon in December, Yangju in January, and Magok in February. Industry analysts note that buffets remain viable as long as they achieve two to three customer turnovers per day, benefiting from bulk ingredient purchases and menu adjustments through various preparation techniques and sauces. The number of all-you-can-eat restaurants specializing in premium items such as beef, eel, and shabu-shabu is also increasing.
The growing demand for unlimited dining and drink options is driven by rising food prices. A January survey by the Korea Consumer Agency found that the average price of a single serving of samgyeopsal in Seoul has risen to 16,846 won, while naengmyeon now costs 12,038 won and samgyetang is priced at 17,269 won. With meal prices climbing, consumers see buffets as a cost-effective alternative, offering unlimited food, fruit, and coffee for only a slightly higher price.
The surge in unlimited dining and drink promotions underscores the challenges faced by both restaurant owners dealing with rising raw material and labor costs and consumers looking for ways to manage soaring dining expenses. The Korea Chamber of Commerce and Industry’s “2025 Industry White Paper on Retail” identified “survival” as a key trend shaping this year’s consumer market.
